The chain has also added Apple and Google Pay options to the Loco Rewards app in response to consumer demand
El Pollo Loco is extending its value offerings to include its Original Pollo Bowl, available for $5 through the end of January. The deal comes on the heels of the brand’s launch of two tacos for $5 every Tuesday through the end of the year at participating locations.
“Customers are making it clear that they’re looking for value,” chief executive officer Liz Williams said in a statement. “The Taco Tuesday promotion and $5 Original Pollo Bowl are our way of communicating to customers: We hear you, we know you want great food at a good price point, and we’re working hard to deliver on that for you.”
The Original Pollo Bowl features the brand’s signature citrus-marinated, fire-grilled chicken combined with pinto beans, seasoned rice, chopped cilantro, onions, and salsa fresca.
During the chain’s third quarter earnings call last month, Williams said consumers are still managing economic pressures and that the chain needed to respond with “even more value on the low end, around that $5 price point.” El Pollo Loco has been offering salad and burrito deals for $9 to $12. The two-for-$5 Taco Tuesday deal was launched as part of this value strategy adjustment, and now the $5 Original Pollo Bowl is part of the equation as well. More adjustments could also be coming.
“The guest feedback (for the $5 Taco Tuesday promotion) has been great, but what's more important is that this promotion creates new trial, allowing us to showcase to our guests that we're just really good food that's really good for you with a product that we're not always known for. Not surprising, consumers are asking us to offer this promotion every day, which is something we will consider as we learn more,” Williams said during El Pollo Loco’s earnings call.
Williams said that, in addition to the $5 Original Pollo Bowl, the chain’s 2025 marketing calendar is the “strongest in many years.”
“Our 2025 calendar embraces innovation and value combined with what makes El Pollo Loco truly unique: Being known for having the best chicken. Underlying all of our efforts is an acknowledgment that to be successful in the long term, we need to drive improved traffic trends in 2025, and we believe we have the strategy to do just that,” she said.
The point, she added, is to grow El Pollo Loco’s value proposition while keeping premium products –in the $9 to $12 range – in play.
“You'll see a continued emphasis on value. And then moving into next year, we have to have more new innovation, which I feel comfortable we do,” she said.
Apple Pay and Google Pay options added
El Pollo Loco has also announced the addition of Apple Pay and Google Pay options to the Loco Rewards app. Beginning in December, Loco Rewards Members will have the added convenience of these mobile payment options when placing an order. This new feature is a result of consumer requests asking for additional payment options.
“If additional deals aren’t reason enough to become a Loco Rewards Member, our loyalty program members will now benefit from an even more convenient and seamless user experience on the app,” chief marketing officer Jill Adams said in a statement. “While Apple and Google Pay have been available in many of our restaurants, it was due time to reward our app users with this added benefit as well.”
Apple and Google Pay are permanent features that will be added to the Loco Rewards loyalty app in December.
Contact Alicia Kelso at [email protected]
